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不同群体网上银行使用意向影响因素的比较研究 |
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http://www.cnebr.net 2006年9月24日 阅读5151次 |
不同群体网上银行使用意向影响因素的比较研究
邵兵家1 杨霖华2
(1.重庆大学经济与工商管理学院,重庆 400030;2.重庆教育学院工商管理系,重庆 400067)
摘要:以科技接受模型为主要理论基础,结合网上银行的特点,将感知风险和对电子渠道的信任因素同时引入模型,把网上银行个人客户分为在职、学生、使用者和潜在使用者四个群体,采用结构方程模型方法对影响我国不同群体网上银行使用意向的因素进行了实证比较研究。研究表明,不同群体网上银行使用意向的影响因素存在差异,但各个群体中对电子渠道的信任因子对使用意向的总效应均明显高与其它因子。
关键词:网上银行;使用意向;科技接受模型;感知风险;信任;实证研究
中图分类号:F724.6 文献标识码:A
Comparative Study on the Antecedents of Internet Banking Adoption among Different Groups in China
Shao Bingjia1 Yang Linhua2
(1.College of Economics & Business Administration, Chongqing University 400030 ;
2.Chongqing Education College, Chongqing, 400067)
Abstract A research framework was developed based on the Technology Acceptance Model (TAM). Perceived risk and trust in electronic channel were introduced into TAM for the characteristics of Internet banking. Bank customers were divided into four groups: incumbents, students, users and potential users. Structural Equation Modeling is employed to empirically identify factors that influence different groups’ adoption of Internet Banking. The result reveals that there are some differences in the factors that influence the intention to adopt Internet Banking among the groups. However, trust in electronic channel has the most significant effect on the intention to adopt in all the four groups.
Keywords: Internet Banking, Intention to Adopt, Technology Acceptance Model, Perceived Risk, Trust, Empirical study
基金项目:中国博士后科学基金资助项目(2005037551)和重庆大学骨干教师资助基金项目(20030A02)阶段性成果。
《管理工程学报》2006年9月录用,2008年第1期第86-92页刊出。
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